The objective of this case study is to analyze the performance of Google Ads when the ads were run on an entire website versus a single landing page (subdomain).
It is important to note the experiment ran over a period of 9 months but in different calendar years (2021 vs 2022).
The data from the single landing page (subdomain) campaign and the entire website campaign were analyzed to determine which campaign performed better.
June 2021 to Feb 2022 (9 months) on the entire website
April to Dec 2022 (9 months) on Single Landing Page Subdomain
The key metrics that were compared included bounce rate, average time spent on the page, cost per conversion (Cost/Conv), and conversion rate.
The results of the analysis are shown in the following column charts:
Comparison of Bounce Rate
The Bounce Rate for the single landing page campaign was 87.75%, while that for the entire website campaign was 65.67%.
In simple words, bounce rate measures the percentage of visitors who leave the site after viewing only one page, without visiting any other pages on the website. A high bounce rate typically indicates that visitors are not finding what they were looking for, or that the content on the landing page is not adequate to establish trust and authenticity.
Comparison of Average Time Spent on Page
The average time spent on a single landing page campaign was 41 seconds as compared to 1 min and 29 seconds on the entire website.
A high average time spent on a page indicates that visitors find the content to be valuable and engaging. It also indicates that they are most likely exploring the website further by visiting other pages to learn more about different service offerings.
Comparison of Cost per Conversion (Cost/Conv)
The Cost/Conv for the subdomain campaign was $132.72, while the Cost/Conv for the entire website campaign was $137. The subdomain campaign had a slightly lower Cost/Conv than the whole website campaign.
Comparison of Conversion Rate
The Goal Conversion Rate for the subdomain campaign was 5.27%, while that of the entire website campaign was approx 7%.
Based on our analysis, the campaign running on the entire website clearly outperformed the campaign running on a single landing page website
The cost per conversion remained nearly unaffected in both campaigns.
When directing paid search traffic to single landing page websites, we have observed people dropping off from the website if they do not find the ‘About Us’ page, the ‘Reviews’ page, the ‘Before and After Gallery’, or even the ‘Teams' page.
For a high-ticket product or service, where the decision-making time for a customer tends to be more than 60 days; it is imperative we put our best foot forward and give the prospect every piece of information they might be looking for, or entice them to call you immediately so they can be converted by the sales team.
Another great indicator to judge this is the average time spent on the website. As per our case study, the average time spent on a single landing page website is half of the time spent when running ads on an entire website.
To sum up, below are the notable campaign performance metrics from our analysis:
|Observed Metrics||Entire Website||Single Landing Page|
|Goal Conversion Rate||6.97%||5.27%|
|Avg Time on Page||1 min 29 sec||41 sec|
Our team of highly experienced Google Ads specialists at Wisevu is continually tracking and evaluating website visitors’ behaviour through paid campaigns to derive insights and apply the learnings to future marketing campaigns so our clients are always one step ahead of their competition.
By evaluating keywords and elements of high-converting landing pages, we're able to optimize websites based on customer behavior.